Goffman's theory describes how men and women are usually presented in advertisements. Typically, men are presented as superior and dominant through strong body language whilst women are frequently presented as weak and submissive, usually seen in sexual poses. He also highlights the prevalence of female dismemberment, individual body parts, such as legs or lips, are shown with little regard to the person they belong to, thus, turning women into sexual objects. He also states that male authority is presented through voiceovers, usually sounding powerful and confident. Voiceovers are predominantly by men.
The advert below by 'Gucci' is an example of Goffman's theory in practice. The man is presented as powerful and professional as he is wearing a suit, compared to the woman who is wearing an extremely short dress. Furthermore, the woman is also in a provocative position, emphasising her sexuality.
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